---
title: "Awin's Conversion Protection Initiative"
slug: "awins-conversion-protection-initiative"
updated: 2026-03-09T14:18:03Z
published: 2026-03-09T14:18:03Z
canonical: "help.awin.com/awins-conversion-protection-initiative"
---

> ## Documentation Index
> Fetch the complete documentation index at: https://help.awin.com/llms.txt
> Use this file to discover all available pages before exploring further.

# Awin's Conversion Protection Initiative

The article explains Awin’s [Conversion Protection Initiative (CPI)](https://www.awin.com/gb/cpi) and how it ensures accurate conversion tracking.

Tracking is the foundation of affiliate marketing. CPI addresses common challenges in affiliate tracking, such as:

- Privacy regulations
- The end of third-party cookies
- Issues with ad blockers and browser restrictions

Without accurate tracking, your sales may be under-reported, budgets misallocated, and affiliate commissions miscalculated, leading to potential revenue loss and damaged affiliate relationships. CPI ensures your affiliate program tracks conversions accurately and fairly.

## What’s required

To be compliant, advertisers need to:

- Upgrade to server-to-server (S2S) tracking.
- Enable app tracking (if you have an app).

If these updates aren’t made, Awin will use a probabilistic model to estimate the missing conversions.

## How does CPI affect you

### If you’ve upgraded your tracking

- Your conversions are tracked accurately.
- You get better insights and precise data.
- You ensure correct commission payments to your partners.

### If you haven’t upgraded your tracking

Awin’s probabilistic model will estimate your sales, resulting in:

- 20% uplift for missing app tracking.
- 12.6% uplift for missing S2S tracking.
- Up to 32.6% increase in reported conversions to ensure accurate partner commission distribution.

## How to check if you’re compliant with CPI

- **For S2S tracking** - Use Awin’s [Tracking Diagnosis Tool](https://awin.link/tracking-wizard-asc). If S2S isn’t listed, you need to upgrade.
- **For App tracking** - Check your [Awin profile](https://awin.link/profile-asc) to confirm if app tracking is enabled.

## How to upgrade your tracking

For detailed instructions on tracking installation and troubleshooting, view our [tracking guide](/developers/docs/tracking).

### For S2S tracking

- Direct integration (for full control) - Use our [Tracking Installation Guide](https://awin.link/tracking-intergration-asc) for step-by-step instructions on setup and testing or check our [technical guide](/developers/docs/direct-s2s).
- Awin’s Conversion API (for bulk tracking) - See our [technical documentation](/v1-api/apidocs/conversion-api) for a full guide on integrating with Awin’s API.
- Use a tracking technology partner (for quick setup) - Explore our [Technology Partner Directory](https://awin.link/tech-partner-directory) to find pre-approved tracking solutions.
- E-commerce store activation (for plug-and-play setup) - For e-commerce shop users, follow our [Tracking Diagnosis Tool](https://awin.link/tracking-wizard-asc)to test and validate your setup.

### For App tracking

Choose a [Mobile Measurement Partner (MMP)](/advertisers/docs/app-tracking-guide), integrate their SDK with Awin tracking links, and define in-app events.

## How to identify probabilistic transactions in reports

1. Log into the Awin platform.
2. Navigate to **Reports > Performance > Transactions** and run the report.
3. Filter by **Transaction Type > Probabilistic.**
4. Probabilistic transaction references display as follows: `CPI.AdvertiserID.PublisherID.Date`.

![](https://cdn.document360.io/ec9ead62-8ecc-46ef-aac7-9b0a9081b40b/Images/Documentation/CPI.jpg)